Singapore Press Holdings and mm2 Asia's lifestyle and entertainment aggregator AsiaOne has unveiled a new logo along with a refreshed website design, to kick off its 25th anniversary. Evolving the iconic yellow to a zestier orange colour, AsiaOne looks to reflect how far it has come in the past year while retaining elements of the "off-centre, on trend" DNA of the publication.
According to AsiaOne, the orange colour represents its boldness and vocality in bringing readers trending stories with a unique "off-centre" spin. The publication also said that this evokes a sense of evolution and progress that mirrors AsiaOne’s following of professionals, managers, executives and technicians (PMETs). As part of this evolution, AsiaOne has also expanded its audience to include young working adults between the ages of 25 and 34, as well as fresh graduates in their first job.
AsiaOne has organised its content into six verticals such as news, lifestyle, entertainment, digital culture, money, and video. Tan Thiam Peng, head of content in AsiaOne said that in producing and curating its breadth of content, the publication aims to woo more followers with a unique and unifying voice. For advertisers, the current advertising solutions will be ported over to the new design.
In addition, as part of the redesign, AsiaOne has revamped its website based on feedback from the audience. These new changes will include a cleaner font and design on both the mobile and desktop versions, and more responsive reading times. Readers will also be able to see more stories on the homepage. The website currently clocks 20 million page views and 4.6 million users monthly, with 50 million combined total social media impressions monthly, according to AsiaOne.
Gary Goh, product director of AsiaOne said that the revamp has been more than 18 months in the making, and the publication aims to create compelling content with its advertisers in an organic manner that enhances the readers’ experience.
This is the second revamp AsiaOne has undergone. In 2017, the news site reorganised its website and revealed a new content strategy. Instead of breaking news updates, the news site looked towards focusing on social news and popular content. The website’s traditional red and blue colours were replaced by a yellow coloured theme, with new structures in how it presents its content. The site aimed to deliver bite-sized information, in the form of “easy-to-read” articles made for a social audience.
AsiaOne is not the only website to undergo a revamp in recent times. In April 2019, Mediacorp’s news channel Channel NewsAsia rebranded to “CNA”, in a bid to “embrace a new transmedia and multiplatform” identity. According to Mediacorp, this was also to keep in line with its overall transformation. Mediacorp chairman Niam Chiang Meng said Channel NewsAsia has been working towards transforming itself into a transmedia company, available on every platform that the public is using.